SigCom — Signals from the Commercial Front Line
What buyers are telling us, what's closing, and what's quietly killing deals — straight from the front line of digital health.
The Proof Tax: Why 321 Digital Health Buyers Just Put a Price on Trust
321 health plan, employer, and health system buyers just told PHTI they'll pay for proven results — inside budgets that aren't growing.
Read the issueOctober 1, 2026The Math Doesn't Close the Deal: McKinsey Says AI Can Do a Fifth of Outpatient Care. Your Buyer Isn't Buying That Fifth Yet.
McKinsey says AI can already do 16–22% of U.S. outpatient care. Here's why your hospital buyer isn't buying that fifth yet.
Read the issueSeptember 3, 2026The Bedside Veto: Why the Last Gate in Every Health System Deal Isn't on the Org Chart
You can win the CEO, the CFO, and the committee and still lose to the clinician at the bedside — the last gate in every health system deal isn't on the org chart.
Read the issueAugust 20, 2026The Price of the Door: Why Clearing Every Gate Still Isn't Enough
Clearing every trust gate still leaves a price on the door: pilots under $25,000 clear health system budgets; pilots near $200,000 hit a cliff.
Read the issueAugust 6, 2026The Membership Filter: Why "Getting Referred" Is Becoming a Line Item
The trust network that decides which vendors get a meeting isn't informal anymore — health systems are building it as infrastructure, with a budget and a gate, on purpose.
Read the issueJuly 9, 2026Behind the Committee: Why Governance, Build-vs-Buy, and Epic Are Now One Problem
The single procurement filter has quietly become four: the classic committee, a new AI governance stack, an internal engineering team, and Epic as the assumed default. Deals that took six months now take fourteen.
Read the issueJune 11, 2026Why Most Digital Health Companies Lose Before They Ever Get the Meeting
Hospitals don't shop — they shortlist. Long before an RFP is written, leaders ask people they trust who to call. That informal process, the Shadow RFP, decides who gets invited into the formal one.
Read the issueMay 7, 2026Everyone's Chasing Health Systems. The Smart Money Isn't.
Large, independently owned multi-specialty physician groups — 20 to 75 physicians, enterprise-grade needs, no nine-layer committees — may be the greatest untapped commercial opportunity in digital health.
Read the issueApril 9, 2026The Four Horsemen of Digital Health (And How Startups Survive Them)
Vibe coding inside health systems, governance committees with teeth, the Epic stronghold, and a brutal ROI bar are crushing traditional sales pipelines — and forcing a rewrite of the B2B healthcare playbook.
Read the issueMarch 12, 2026Hospitals Are Building Their Own AI Now. That's a Problem.
Health systems aren't just evaluating vendors anymore — they're building their own tools in days instead of months. In 2026, nobody is buying software. They're buying accountability.
Read the issueFebruary 26, 2026After ViVE (Los Angeles): What Buyers Will Actually Do Now
ViVE 2026 was the transition point where digital health moved from experimental ambition to operational accountability. Once the snow clears in LA, buyers return to a far less exciting reality: their margins.
Read the issueJanuary 29, 2026When the FDA Steps Back: Why Selling Digital Health Just Got Harder
The FDA's updated General Wellness guidance was framed as regulatory relief — but buyers read it as a transfer of liability. When the FDA steps back, the market steps in. And markets don't regulate; they evaluate.
Read the issueJanuary 15, 2026From CES to JPM: When Innovation Meets Trust
CES shows what technology can do. JPM shows what the market will allow it to do. Between those two moments sits commercialization — where trust ultimately decides what scales and what stalls.
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